Hometown Journey

Understanding the New Fabletics

Every so often, every company needs to reinvent itself to attract new customers. Usually, companies don’t reinvent themselves unless the public develops a negative opinion about the brand. Sometimes, companies change with the ever-changing tides of consumer behavior. That’s the kind of company that Fabletics is.

Recently, consumer behavior gave way to review-centric marketing strategies. As the economy became more tech-savvy, it was only a matter a time before online reviews got their time to shine. Today, over 80 percent of consumers rely on online reviews to make their final purchase. They actually trust reviews from people they’ve never met more than traditional advertising.

Not surprisingly, only the savvy companies are able to capitalize on this trend. That means that smaller, agile enterprises have a chance to outperform the larger big-name brands. That’s how Fabletics found its success. Fabletics is an activewear brand that joined the activewear market after it’d already been dominated by a horde of powerhouses.

Last year, Fabletics grew an additional 43 percent thanks to user reviews. In fact, many of the company’s executives credit its success to the crowd. One executive truly thankful for all the support is co-founder Kate Hudson.

Kate Hudson’s been dreaming about starting a business like Fabletics for years. She’s always been a fashion icon in the eyes of most people. She’s also a devote health and fitness enthusiast. Her resume is full of accomplishment, not least of which is motherhood, and she knows the difficulty of staying healthy as a working mother.

That’s why she takes Fabletics so personally. She wants to use Fabletic’s fashion to inspire women to embrace more active lifestyles. She also wants every woman of all sizes to feel appreciated and noticed by fashion companies. Plus-size women are usually left out by those companies; Hudson didn’t want Fabletics to join that group.

While every company has its reason for ignoring plus sizes, Fabletics started working on plus sizes their first day. Their first plus-size line came out early this year. Now, they sell products in sizes from XXS to 3X. Hudson credits all the brilliant to her talented design team.

Her interest and knowledge of the company’s inner workings show that she actually works at the company. She goes over sales numbers every week and even works with the advertising department.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on

JustFab: The Fabulous Plus Size Store

Finally! A plus size store that listens to us plus size ladies, and actually wants to hear from us. They want to know what we are looking for in the perfect fitting plus size clothing and what fashion and styles we want them to make available for us. They are actually encouraging us to contribute ideas. Believe it or not, your opinion matters. Here is what they posted on their page:

“Tag us on your Insta selfies when you’re rocking your favorite styles, message us on Facebook and Twitter, and let us know: What are you loving? What could we do better? How can we make our Plus Collection the best around, and keep you looking fabulous 24/7? “
Read more: Did You Know that Just Fab Introduced a Plus Size Collection?

Wow, so no more improper fitting clothes made for you by someone who has no idea what type of clothing and material feels comfortable on you. At this new store, JustFab, you are the center of everything and when you speak they listen. And when you wear their clothing not only do you know you look good in it, it makes you feels good and you also feel like a million bucks. They don’t just sell the clothing, they go all the way with the shoes! And the bag too! This online store is called “JustFab Plus.”

Based on many feedbacks after launching their new clothing line in 2015, what came to their attention is a big need for plus size clothing up to 3x. So is JustFab Plus getting this done?

1. The in-house team meticulously design every look. “Designer Leticia Banuelos shares, “My main objective is to make the person feel special and good about themselves when wearing our clothes. It must be flattering. Comfortable to wear, and fit well”

2. A fitting party is held at the office were plus size employees and customers are invited to try the sample clothes on and give feedback.

3. Once the final product is inventoried, it is put on the website and becomes available for the customers.

This new brand of clothing with just 35 pieces of garments available is working to increase their line.

Learn more about JustFab:


Lime Crime Colorizing the Makeup Industry; Kylie Jenner Notices

Beautiful things happen when you can achieve the same results by using different or better products. Kylie Jenner recently discussed what she referred to as “dupes” for popular and expensive lipsticks that work just as well without breaking a budget or forcing somebody to try to find a certain product. The fashion icon gave a special mention to a lipstick produced by the unique line Lime Crime as well.

As a trick or dupe for Mary Jo K’s Lip Kit, Jenner recommended using Lime Crime’s Velvetine Matte lipstick in its reddest red color, which is for sale on Amazon.com. Equipped with an edgy photo of vibrant red lips advertising Lime Crime‘s color, the caption read “True Love” as part of Lime Crime’s True Love set is now being sold individually. Fans of the line will surely be stocking up.

Lime Crime is an edgy, vibrant makeup line founded by Doe Deere, who personally runs the Lime Crime blog. Her inspiration being her own face and a desire to find outrageous colors that were unable to be found anywhere, Deere created Lime Crime for girls and boys who are just like her. Describing the makeup as being a means to express oneself unapologeticaly, the line offers original colors titled Cashmere and Utopia, and even Wicked and Black Velvet, all for sale on DollsKill and other fashion retailers.

Lime Crime has been colorizing shelves with lipsticks, glosses, and eyeshadow palettes for years. Regularly restocking and launching new products and shades, this line of makeup has played a great role in changing the makeup industry. A once nude and natural industry has changed, and people can obtain the means to experiment with unique colors in order to express themselves.  Follow Lime Crime on Twiter for news and updates.